Responsible Gaming In Action

Caesars Entertainment Policies and Practices Jennifer Shatley Vice-President, Responsible Gaming Policies and Compliance jshatley@caesars.com

April 9, 2014

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Presentation Overview

Caesars and responsible gaming • Caesars’ philosophy • Communication campaign • Employee training • Policies and programs • IT application

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Caesars Responsible Gaming Philosophy

Caesars wants everyone who gambles at our casinos to be there for the right reasons—to simply have fun.

Caesars doesn’t want people who don’t

gamble responsibly to play at our casinos, or at any casino.

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Addressing Problem Gambling

Addressing problem gambling should be a shared responsibility of gambling providers, government, service providers, community groups, and the public.

A comprehensive approach to problem gambling has three important components:

• Education and consumer awareness • Responsible provision of gambling • Services and resources for those experiencing problems

Education and consumer awareness campaigns in communities and in venues

• Dispelling myths about “beating the odds” • Encouraging consumers to set limits • Improving awareness of potential signs of problem gambling • Providing consumers knowledge of how to access assistance • Educating consumers as to how gambling works

Responsible provision of gambling

• Self-exclusion and self-restriction, including unilateral exclusion by gaming venue • Staff training to encourage responsible gaming

Services and resources

• 800 hotlines and web-based access to assistance • Network of trained counselors and other community health providers

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Responsible Gaming in Action: Caesars Example

Responsible gaming initiatives informed by latest science, evaluated objectively

• Committed to working with local researchers, service providers to tailor programs First company to recognize, address problem gambling • Underage gaming prevention and responsible gaming education programs served

as model for industry efforts First to be recognized for leadership by National Council on Problem

Gambling First to offer nationwide self-exclusion and self-restriction Partnered with National Council to establish first national tollfree helpline First company to broadcast responsible gaming television advertising

campaign Continue to have the most restrictive advertising code in the industry

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Dr. Carl Braunlich, UNLV Dr. Seth Eisenberg, MD Dr. David Hodgins, University of Calgary Dr. Robert Ladouceur, Laval University Dr. Charles Maurer, Seattle, WA Carol O’Hare, NV Council on Problem Gambling Dr. Lori Rugle, State of Connecticut Dr. Randy Stinchfield, University of Minnesota Dr. James Whelan, University of Memphis

Acknowledgements

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Responsible Gaming Foci

Provide information and meaningful alternatives for those who may not gamble responsibly

• Self-exclusion and self-restriction • EAP and insurance coverage for employees • Support for publicly-funded treatment and other problem

gambling services • Create awareness and provide support for national and state

problem gambling councils, helplines • Support research to better understand and reduce gambling

disorders through National Center for Responsible Gaming

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Responsible Gaming Foci

Effectively communicate our responsible gaming ethic • Audiences

– Employees – Customers – Public

• Provide information on gambling responsibly – On-property collateral specific to responsible gaming, and the odds of

winning/losing – On-property, direct marketing materials include problem gambling helpline

number(s) – Responsible Gaming specific media campaign

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Presentation Overview

Caesars and responsible gaming • Caesars’ philosophy • Communication campaign • Employee training • Policies and programs • IT application

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Patron Communication and Awareness

On-property collateral specific to responsible gaming located at major customer contact points

Direct mail pieces featuring responsible gaming specific

messages In-room TV ads featuring responsible gaming messages Responsible Gaming stills on casino plasma screens On-property and direct marketing materials include responsible

gaming helpline number(s) • On-property marketing posters • On-property marketing brochures • Digital messaging • Player cards • Direct mail • Caesars website • TV advertising

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Patron Communication and Awareness

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Public Communication and Awareness

Responsible Gaming specific TV and radio ads • Total of six ads in campaign

Pilot test of campaign • Ads were initially run in Missouri, Louisiana, Iowa, and Illinois • Campaign extended nationally on ESPN during the World Series of

Poker broadcast • Total spend for campaign more than five million dollars CEO message Campaign extension, routinization • Marketing ad buy includes RG spots in rotation in all markets

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Public Communication and Awareness

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Employee Communication and Awareness

Training at orientation, refreshed annually Back-of-house signage Paycheck stuffers Counseling information

• Employee assistance program (EAP) • Insurance coverage for problem gambling counseling

Internal publications

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Presentation Overview

Caesars and responsible gaming • Caesars’ philosophy • Communication campaign • Employee training • Policies and programs • IT application

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Responsible Gaming Employee Training

Responsible gaming training schedule • New Hire Orientation • Annual Refresher

Three modules • “Responsible Gaming Awareness” -- all employees • “Roles in Responsible Gaming” – customer contact employees and all

supervisors • “Responsible Gaming Ambassador Training” -- select group of employees

at each property who conduct guest conversations

Specialized CMS/RG2 training for specific departments, roles • Responsible Gaming Chairpersons • Responsible Gaming Administrators • Surveillance/Security • Floor personnel based on role (e.g. cashiering, credit, Total Rewards,

marketing)

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Responsible Gaming Employee Training

Responsible Gaming Policy Process Map

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Evaluation of Responsible Gaming Training

Each module tested with employee groups during development Pre-implementation beta test Implementation evaluation • Conducted by Dr. Robert Ladouceur

– Pre and post testing with more than 3,500 employees – A total of six experimental and control group properties were studied – Assess program and training effectiveness Each objective of the training showed significant improvement after the training Findings led to further refinement of the program

– Assess impact of program from guests’ perspective Findings led to further refinement of the program Most felt the RG Ambassador/conversation was helpful The vast majority decided to self-exclude during the conversation

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Presentation Overview

Caesars and responsible gaming • Caesars’ philosophy • Communication campaign • Employee training • Policies and programs • IT application

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Restriction / Exclusion Policy

Company-wide Excluded/restricted at all properties (entire facility) Timeframes • One year, Five Years, Lifetime

Restricted Activities • Casino Credit, Check Cashing, Mail

Excluded Activities • Credit, Check Cashing, Mail and Promotions, Comps, Gaming Privileges

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Restriction / Exclusion Policy

Triggering Events • Patron self reports • Employee hears statements from customer that cause concern • 3rd party written reports Customer interaction (by trained employees) • Responsible Gaming Ambassadors

Corporate Panel • Company initiated exclusions • Three person panel composed of Senior Management Executives • Reviews cases referred from property • Makes final & binding decision

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Caesars Responsible Gaming Policy

Verbal statements are the most common trigger but behaviors are not ignored • Training emphasis on listening to customer statements, not observing

behaviors Emphasis on reporting employee concerns about customers, not identifying problem gamblers Links security, customer service and responsible gaming procedures • If responsible gaming issue is mentioned by the patron while dealing with

behavior, the responsible gaming procedures will be applied

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Presentation Overview

Caesars and responsible gaming • Caesars’ philosophy • Communication campaign • Employee training • Policies and programs • IT application

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Information Technology

Stand-alone system that interacts in real-time with other systems across the brand

• Automated exclusions, restrictions company-wide • Log for tracking responsible gaming incidents company-wide Benefits • Better in-casino enforcement of exclusions, restrictions through automatic

denial of certain privileges processed from CMS – Including check cashing, credit extension, W2G jackpots, requested

complimentary, slot card-in • Identification of RG excluded patron at slot machine card-in • Assistance in compliance with state regulations

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RG2 Systems Overview

Responsible Gaming

Administrator

WEB SERVERAPACHECollins- memory upgrade

RGIIBUSINESS WORKS

SERVER RV DAEMON NT SERVER

2 way 4gb memory

TIBCO RVRD SERVER

DB2 DATABASE SERVEREverest

additional processor, memory and db2 license

TIB

JDBC

PRODUCTION AS400CMS

PRODPDBPATRON

DATABASEmemory & processor

upgrade

WEBSPHERE SERVER FOR

RGII ADMIN GUIwebbls

TIBCO REPO SERVERNew 5.1.2

ACPRODUCTION AS400

CMS

RVRD

RVRD RV

RV

SSL

SSL

RVRVRV

EMCadditional disk

SAN4 port add card

FC FCDB2 DATABASE SERVERfuture

DB2 replication

RV

GMSBUSINESS WORKS

SERVER RV DAEMON NT SERVER

2 way 4gb memory

New

GMSBUSINESS WORKS

SERVER RV DAEMON NT SERVER

2 way 4gb memory

RV

RGIIBUSINESS WORKS

SERVER RV DAEMON NT SERVER

2 way 4gb memory

RV

JDBC

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Responsible Gaming Core Teams

Corporate • VP, Responsible Gaming Policies and Compliance • Internal Audit • Information Technology • Marketing

Property level • Property Responsible Gaming Committees • Property Training Departments • Property RG IT Application Users • Responsible Gaming Ambassadors • Property employees

– Cashiering – Credit – Total Rewards – Direct mail – Slots – Table Games – Security

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Questions?

For more information, please contact me at jshatley@caesars.com